The Wakino Ad Company drew attention Tuesday for renting ad space to clients on the armpits of female models. The company is owned by Liberta, a cosmetic line that sells products for the underarm in Japan.
The ads are only visible once the model raises her arm.
Scene: The conference room of Acme Advertising. KEVIN, company CEO, sits at the head of the table. Other characters will be named as they speak.
Kevin: Good morning. I’m sure you’re all wondering why I’ve called you here.
David: This is our regular Monday pitch meeting.
Kevin: Lately I’ve been in a bit of a creative rut. I just haven’t come up with any new ideas. You may have noticed.
Lucy: Yes, we’ve gotten a lot of work done.
Kevin: Then I remembered something my father said to me when he left me this company. He took me aside and said, ‘Dolores, never lose touch with the common man.’ I thought he meant the stablehands, but he added, ‘If you’re ever at a loss for ideas go down to the streets. Ride the buses and the subway. See how normal people live.’ So I got on my chartered jet and went to London, the closest city I could think of with a subway.
David: We’re in New York.
Kevin: The weather’s been unusually warm there lately and one afternoon while I was riding a particularly packed train I stood next to a woman in a sundress who was holding onto the overhead rail and I became mesmerized, transfixed, and very interested in her armpit.
Lucy: You don’t want to know.
Kevin: It was broad and flat and I thought, there’s something about that space. Where do you normally see armpits?
Sheila: Deodorant commercials.
Kevin: Exactly! Public transportation! You know, we’ve put a lot of advertising in subway stations, in subways themselves, on buses. Where else can we put them?
Denise: Well, you had that idea to put ads on the seats last year.
Kevin: Exactly! Armpits! Now we need to move quickly on this because this is strictly a summer campaign. I can’t think of anyone crazy enough to go around in a tank top in the winter.
Lucy: I can.
David: Well, you know the old saying: opinions are like armpits. Everybody’s got a couple ad some of them stink.
Kevin: Let’s look at our clients: deodorants, body washes, razors, soaps, yogurt…
Lucy: Just let him go with it.
Kevin: Lucy, you seem especially on board with this.
Lucy: Like it’s the Titanic.
Kevin: That’s the spirit! You’ve all got some hard work ahead but if this goes as well as I think it will there’ll be some big bonuses in everyone’s future. And if it doesn’t go that well there’ll be some big bonuses in everyone’s future.
Lucy: That’s why we stick with you, Kevin.